United Nations Economic Commission for EuropeStatistical DivisionUnited Nations Economic Commission for EuropeStatistical Division

Ideas and proposals for developing

marketing and dissemination of Gender Statistics

Petteri Baer, Regional Adviser, UNECE13.9.2006 & 31.1.2007

31.1.2007 Petteri Baer - UNECE Statistical Division Slide 2

It happens pretty often

…that producers of statistical information are too content with their products

…believe that there is an “automatic” interest in them

…and thus do not perceive proactive dissemination being important

31.1.2007 Petteri Baer - UNECE Statistical Division Slide 3

How do we perceive ourselves? How do they perceive our services?

Do we know enough about our potential users, our potential customers?

Do we have enough information even on our present users?

Information accessibility on the internet is only part of the solution!

31.1.2007 Petteri Baer - UNECE Statistical Division Slide 4

Searching on Google…

“Equal opportunities”• 12 Million answers• Ergebnisse 1 - 10 von ungefähr

11'900'000 für Inflation. (0.05 Sekunden)

“Gender”• 229 Million answers• Ergebnisse 1 - 10 von ungefähr

229'000'000 für Business Cycle. (0.29 Sekunden)

• For USA “only” 47 Million

• For UK “only” 57 Million

• For Switzerland “only” 12 Million

31.1.2007 Petteri Baer - UNECE Statistical Division Slide 5

It is important to go ahead with developing marketing activities!

Develop systematic dissemination and marketing activities

More interaction with critical users will bring a positive pressure on performing better

31.1.2007 Petteri Baer - UNECE Statistical Division Slide 6

More work has to be done on… identification of user and

customer groups developing difference

service concepts for different user groups

developing good services reflecting these service concepts

using modern possibilities of visualisation, GIS and customizing the numeric information

developing accessibility in an easy, understandable and user friendly way for all identified categories of users

providing proactive information to existing and potential users about the existence of your gender services & how to get them - efficiently and systematically

31.1.2007 Petteri Baer - UNECE Statistical Division Slide 7

Sub-Conclusion

If you wish to have broad and frequent use of statistical information on gender issues…

you will have to do all the things mentioned above and probably even something more.

As a result you will have development costs and you will have to consider these development costs as an investment for having good or excellent services.

So take care of including dissemination costs into your budget and/or push your dissemination division with active proposals

31.1.2007 Petteri Baer - UNECE Statistical Division Slide 8

To develop efficient service concepts may not be all that easy in the jungle of information

31.1.2007 Petteri Baer - UNECE Statistical Division Slide 9

Why segment customers?Shouldn’t we serve everybody equally? Different customer segments have different

need structures of statistical information. Everybody benefits from developing the

services and increased service ability according to institutional need structures!

• Media• Government bodies• Local administration bodies• Corporations and enterprises• Research institutions • Educational institutions• NGOs• Others

31.1.2007 Petteri Baer - UNECE Statistical Division Slide 10

Dialogue with customer and analysisof customer behaviour

More information about present and forthcoming needs of the customer

More efficient marketingand service profile to customer

The value of the customer relationship grows for both parties

Willingness of both partiesto invest both time

and money in building thecustomer relationship

Growth of customer loyalty and consolidation of thecustomer relationship

More activities responding toreal customer needs

More efficient customer contacting and a decline of contacts made in vain

A LEARNING CUSTOMER RELATIONSHIP

31.1.2007 Petteri Baer - UNECE Statistical Division Slide 11

Conclusion “A demanding

customer is like a grain of sand within the mussel. It doesn’t feel good but the result may be a beautiful pearl!”

Courtesy to Jarmo Lehtinen, Finnish CRM specialist

31.1.2007 Petteri Baer - UNECE Statistical Division Slide 12

And remember! Only used

statistical information is useful statistical information!

Thank you for your attention!

petteri.baer@unece.org